Factors Affecting the Role of IMC on LGBT Communities’ Intention to Recommend Technology Products

IF 3 Q2 BUSINESS

Vision-The Journal of Business Perspective Pub Date : 2023-11-14 DOI:10.1177/09722629231169101

Aayushi Singh, Roktim Sarmah, Preeti Mehra

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引用次数: 0

Abstract

Integrated marketing communication (IMC) increases the efficacy and efficiency of marketing endeavours by consistently communicating with consumers via a variety of channels. In light of these black-box and complicated issues, this research proceeds with a unifying review of the IMC literature and tries to turn it in the direction of how the LGBT community has been portrayed in it and as an audience how they have been impacted. The purpose of this research is to understand and analyse the factors which play a major role in the potential customers of the LBGT community’s intention to recommend any technology products. We have developed eight hypotheses based on the UTAUT-extended model. The data were collected from 450 self-proclaimed LGBT community members from five major cities in India. The samples were collected using purposive and snowball techniques. The findings demonstrate that factors such as behavioural intention, user behaviour, consumer technology adoption, intention to recommend and IMC play a major role in motivating and influencing the community to adopt and recommend technology products.

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IMC对LGBT群体科技产品推荐意向的影响因素

整合营销传播(IMC)通过各种渠道与消费者进行持续的沟通，从而提高营销活动的效力和效率。鉴于这些黑盒子和复杂的问题，本研究将继续对IMC文献进行统一的回顾，并试图将其转向LGBT社区如何在其中被描绘以及作为观众他们是如何受到影响的方向。本研究的目的是了解和分析在LBGT社区的潜在客户推荐任何技术产品的意图中起主要作用的因素。我们基于utaut扩展模型提出了8个假设。这些数据是从印度五个主要城市的450名自称为LGBT的社区成员中收集的。样本是用有目的和滚雪球技术收集的。研究结果表明，行为意向、用户行为、消费者技术采用、推荐意向和整合营销控制等因素在激励和影响社区采用和推荐技术产品方面发挥了重要作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Vision-The Journal of Business Perspective Multiple-

CiteScore

4.60

自引率

0.00%

发文量

121

期刊介绍： Vision-The Journal of Business Perspective is a quarterly peer-reviewed journal of the Management Development Institute, Gurgaon, India published by SAGE Publications. This journal contains papers in all functional areas of management, including economic and business environment. The journal is premised on creating influence on the academic as well as corporate thinkers. Vision-The Journal of Business Perspective is published in March, June, September and December every year. Its targeted readers are researchers, academics involved in research, and corporates with excellent professional backgrounds from India and other parts of the globe. Its contents have been often used as supportive course materials by the academics and corporate professionals. The journal has been providing opportunity for discussion and exchange of ideas across the widest spectrum of scholarly opinions to promote theoretical, empirical and comparative research on problems confronting the business world. Most of the contributors to this journal range from the outstanding and the well published to the upcoming young academics and corporate functionaries. The journal publishes theoretical as well as applied research works.